Universal tags are used to track page visitors across your website for retargeting and campaign attribution. They allow you to identify users who have visited specific pages and re-engage them with relevant ads. Additionally, universal tags help attribute conversions back to your Agility campaigns, providing a clear understanding of how your ads influence user behavior. By leveraging this data, you can make data-driven decisions to improve targeting, maximize ad efficiency, and drive better results.
To learn more about tracking tags, please visit our article: What is a Tracking Tag?
Step-by-Step Guide:
Navigate to the Tracking section on the left-hand side of your screen in your Agility account.
Click on Universal Tags.
You'll see an autogenerated universal tag for the advertiser. This tag may be used to track all pages on your website. If you need to track multiple websites, create a new universal tag by selecting + Tracking Tag in the top-right corner.
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Access Tag Script:
Once the tag is generated, access the provided script by clicking the right arrow next to the universal tag, then Actions.
Select View Tag and copy the script.
Install the tag on your website, preferably using Google Tag Manager for ease of implementation. Learn how to place a Universal Tag using Google Tag Manager. If you're new to Google Tag Manager, check out our video: How to Install Google Tag Manager.
After publishing the tag to your webpage, confirm it's properly firing by viewing the tag tracking data. Note: Tag activity may have a 48-hour delay.
Segmenting the Tag for Specific Events or Pages:
Follow these steps if you would like to track specific pages or events on your website.
Segment the Tag for Specific Events or Pages
Click + Event to create a new event.
Configure Your Event
Follow these steps to set up your event:
a. Name the Event: Provide a descriptive name for the event.
b. Define the URL Pattern: Use the table below to choose a URL pattern that matches your needs.
c. Select the Event Type: Choose the type of event you are tracking. See the Choosing an Event Type section below for guidance.
d. Enable Household Extension (Optional): Decide whether to toggle on the Household Extension feature.
Confirm the New Tracking Event
Review the event configuration settings to ensure accuracy.
Confirm the event to finalize your setup.
Pattern | Description |
Contains | Matches any URL containing a specified portion. |
Custom | Replace parts of the URL with asterisks (*) to match multiple patterns. |
Ends With | Matches any URL ending with the specified portion. |
Exact | Matches the exact URL provided. |
Starts With | Matches any URL starting with the specified portion. |
Choosing an Event Type
When creating an event, you'll be asked to select an Event Type. This categorizes what the event represents and helps Agility's reporting and optimization understand the intent behind the user action. Here's how to choose:
Event Type | When to Use It |
Purchase | A completed transaction or order. Use this for order confirmation or receipt pages (e.g., |
Lead | A form submission that captures user information — contact forms, quote requests, demo requests, newsletter signups. If your CTA is a form and you're not sure which type to pick, Lead is usually the best choice. |
Sign Up | Account creation or registration. Use this when the user creates a new account or profile on your site. |
Page View | A visit to a specific page. Use this for tracking interest signals like pricing page visits, product page views, or landing page engagement. |
Add to Cart | A user adds an item to their shopping cart. Useful for e-commerce sites to track purchase intent before checkout. |
💡 Tip: If your conversion action doesn't fit neatly into one of these categories — for example, a specific button click or element interaction that doesn't have its own page — map the event to the page where the action happens and choose the closest event type. For instance, if a form submission redirects to a Thank You page, map that Thank You page URL as a Lead event. The event type helps with reporting labels but does not change how the tracking pixel fires.
Household Extension (also known as Household Extension Targeting) expands the reach of an ad campaign to every device covered by a user's household IP address. This includes tablets, smartphones, and other devices connected to a particular household's WiFi network. Enabling Household Extension allows you to expand your audience to target all devices within a single household.
Incorporate the Tag into Your Campaign:
There are two options for using your Universal Tag:
Website Audience Retargeting: Use the universal tag to create a website audience and retarget visitors from your website or specific pages. Learn more about website audiences here.
Campaign Conversion: Use the universal tag to track campaign conversions. For example, you can create a confirmation page event within your universal tag and add it to your campaign as a conversion tag. To do this, navigate to your campaign, select Actions, and then Conversion Tags. Here you can add your event as a campaign conversion.
Video | Universal Tags
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